Influence of product packaging colour on impulsive buying behaviour

Impulsyvus pirkimas yra vartotojo atsako į stimulą pirkimo vietoje pasekmė, todėl vizualinė stimulo reprezentacija tampa labai svarbi. Pirmasis pastebimas vizualinis aspektas – spalva. Straipsnyje siekiama nustatyti produkto pakuotės spalvos įtaką impulsyviems pirkimams.Relevance of the research. In the contemporary market economy, where competition among companies is very intensive, companies are looking for new, creative and effective ways to increase their profits. Seeking for the same aim, traditional marketing methods are supplemented with sensory, visual, scent, and sensation marketing. In order to increase the profit of a company by means of enhancing the volume of impulsive buying, visual marketing becomes very important, as impulsive buying is the result of consumers’ response to a stimulus in the shopping environment. Colour is the first noticeable aspect of visual representation. Colour is a memorable visual symbol, conveying symbolic as well as associative information. Consequently, properly selected colours can stimulate impulsive buying behaviour, while sales may decline due to inappropriately selected colours; moreover, it can damage the image of a company. Nevertheless, recommendations for the colour selection when seeking to improve impulsive buying behaviour cannot be global as in each and every case different cultural and demographical consumer aspects must be taken into consideration. Accordingly, the scientific problem solved in the article is: what product packaging colour should be chosen when achieving to enhance impulsive buying behaviour? The object of the research is the impact of product packaging colour on impulsive buying behaviour; the aim of the research is to determine the influence of product packaging colour on impulsive buying behaviour. Research methods. In the research the authors highlight the scientific analysis of researches provided by foreign authors in the area of impulsive buying and its antecedents using general scientific research methods of logical analysis and synthesis. Moreover, two experiments and the questionnaire research results are provided. A descriptive statistical analysis is applied for the analysis of the obtained data. Conclusions. Companies must constantly follow the tendencies of colours as well as the characteristics of their target audiences. The analysis of the research results allows substantiating the theoretical assumption that product packaging colour indeed influence impulsive buying behaviour. Nevertheless, the selection of product packaging colour strongly correlates with the characteristics of target audience, as consumers of different gender, age, and culture react differently to the same colour product package. Based on the research results the authors came to a conclusion that impulsive buying behaviour can be stimulated by the impression that is influenced by the product packaging colour: consumers intended to buy a product of the impulsive buying category because of its colour-influenced impression of quality, good taste, reliability, attractiveness, and playfulness. Moreover, the analysis of the research results revealed that not only colours, but also their tones should be used in product packaging in order to enhance impulsive buying within a bigger target audience. The conclusion is made that impulsive buying behaviour of women is influenced by warm colours, while impulsive buying behaviour of men is influenced by a green colour – it is the first that attracts their visual attention. Based on the provided conclusions and recommendations, companies can enhance the level of impulsive buying behaviour